As beauty consumers' expectations evolve at pace, too many "innovation" launches miss the mark.
From an over-reliance on trend cycles to internal processes that favour speed over substance, brands often fall into the trap of creating for headlines, rather than real-world needs.
In this article, Guy White, CEO of innovation consultancy Catalyx, explores why some innovation efforts fall flat, and how surfacing deeper consumer tensions can lead to breakthrough ideas with lasting impact.
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